Cabela's launches redesigned e-commerce site

Cabela's, a mail-order, bricks-and-mortar and Internet outdoors outfitter, launched a redesigned website this week. The company's goal is to provide a more personalized and simple user experience on the e-commerce portal.

Micros Systems subsidiary Fry Inc. built and designed the site. Sidney, NE-based Cabela's is using Fry's Open Commerce Platform to store credit card information securely and connect Cabela's Club Rewards accounts with online profiles.

The redesigned site also has enhanced search capabilities, store locators, an integrated kiosk, product comparisons and guided navigation. Enhancements were also made to the shopping cart feature; users can now e-mail their last saved shopping cart and use alternative payment methods, such as gift cards and Cabela's Bucks, to complete the checkout process.

“This process began as a project to replicate the existing site,” said John Comella, Fry's director in charge of the Cabela's account. “It wasn't until we got involved that Fry and Cabela's decided it was time to make some additions to the site.”

The two companies have worked together for more than 18 months, according to Comella. They will add multi-site functionality and internationalization, along with any future enhancements that Fry designs.

A Cabela's representative could not be reached immediately for comment.